Vox Pop 2014: Cat Jones and Devra Prywes at Unruly

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Unruly’s Cat Jones and Devra Prywes discuss key themes from the panel discussion at the BOBCM book launch at DigitasLBi’s offices. For Cat and Devra, there was consensus on the panel about the future of branded marketing being based around ‘Always On’ strategies; and this being about nurturing audiences rather than shouting messages at them as brands move to having conversations with consumers rather than broadcasting to them. Consistency was another key issue raised by Cat, so that brand’s not only start to converse but do so in a consistent way so that their audience know who the brand is, what their relationship is with the brand, and it always being the same.

You can read more about what’s on the Branded Content Marketing horizon in my latest report that includes contribution from Unruly’s Sarah Wood and Barney Worfolk-Smith among many others. More recently, I interviewed Barney who is now Managing Director at Th@t Lot.

About the author

Justin Kirby is a strategist, writer, and speaker, and is a Lecturer on both the BA (Hons) and MA Advertising courses at London College of Communication. Justin has a 20+ year career in industry as a digital strategist, producer and entrepreneur. He’s been writing about the impact of interactive technologies on business and marketing since the early 90s, and his books include ‘Connected Marketing: the viral, buzz and word of mouth revolution (2005) and the Best of Branded Content Marketing’ (BOBCM) series he conceived and has been curating since 2013. Justin also chairs and speaks at conferences around the globe, judges awards, and consults brands and agencies.